How often have you asked a lead, "How did you hear about our company?" Thousands, right? And how many times have you gotten helpful answers? Chances are, not quite as often.

This is one of the most important (and often forgotten) questions to ask during that first interaction with a prospective customer. And even when you do remember to ask, expecting a lead to tell you where they heard about your company accurately can be problematic. In either case, it is difficult to know what marketing or advertising campaigns are working and which are not. So instead, you're throwing your budget at a wall hoping something sticks.